A Day in the Life of a Brand Marketing Lead at Cainiao

by Nanyang Business School | Apr 23, 2025 | MSc Marketing Science

Graduate Studies Blog

MSC MARKETING SCIENCE

A Day in the Life of a Brand Marketing Lead at Cainiao

For many of us, an Excel sheet filled with numbers may look intimidating. But for marketing professional Eric Dai, that sheet of data can hold almost infinite insights.

“Before doing an MSc in Marketing Science, I could only get basic answers from customer data,” Eric recalled. “Now, I’ve realised we can discover almost infinite things about customer behaviour from one Excel sheet.”

This ability to harness data is crucial in his daily work as a Brand Marketing Lead at Cainiao Smart Hub BU, a Chinese e-commerce logistics provider under the Alibaba Group. “Today, being data-driven in marketing is so important to identify trends and opportunities,” he shared.

It’s not just about the numbers: Eric’s job allows him to flex his creative muscles too. The quest to blend storytelling with data-driven strategies is what gets him excited for work – and his MMS journey at Nanyang Business School (NBS) has equipped him for the challenge.

A day in the life of a Brand Marketing Coordinator

Eric’s current role at Cainiao isn’t the one he originally started in. He first joined two years ago as a Business Strategy Analyst. Over time, he realised Cainiao lacked the established marketing systems and formal marketing materials that it needed to drive business growth efficiently. This insight spurred him to step into the role and build a strong marketing foundation for his company.

“If there’s nothing established, I can try more,” he explained. “For example, I can explore omni-channel marketing or experiment with social media instead of traditional marketing. This really excited me.”

Starting from scratch means that Eric has to juggle multiple hats at once, from social media management and public relations to content marketing. A typical day at work is fast-paced and action-packed.

“I usually start by reviewing our KPIs and analysing data to uncover actionable insights,” he said. “I spend a large chunk of my day collaborating with cross-functional teams to develop and execute marketing campaigns. I also manage our social media platforms, including WeChat and Douyin, to ensure our content aligns with our brand narrative.”

For example, during the recent 11.11 festival, he worked closely with Cainiao’s sales and operations teams to create a comprehensive marketing strategy that spanned social media campaigns, promotional materials, and event planning.

Seven months in, Eric has also laid the groundwork for marketing toolboxes that streamline business conversations and support the sales process.

“Let’s say our sales team is meeting with an FMCG company or an e-commerce business,” he explained. “I’ve built toolboxes, including PowerPoint slides, to introduce Cainiao’s different industry solutions. The sales team can use these toolboxes to present our solutions persuasively and gain more business opportunities.”

Turning data into a growth engine

Data is at the heart of Eric’s work – it informs his understanding of customers and enables the company to engage them effectively. In one key project, he drew on data analytics and programming skills to establish a new customer relationship management (CRM) system.

“I used JavaScript to programme a spreadsheet with columns tracking customer data, such as their industry, location, assets, and income level,” Eric said. This allowed him to cross-check between different columns and discover connections between customers.

“Let’s say client A is based in Shanghai in the FMCG industry, while client B is doing e-commerce in Shenzhen,” he shared. “They don’t seem to have any connection, but I can cross-check different dimensions to show they have the same net operating income. Our sales team can then use client A as a case study to win a contract with client B, or vice versa.”

Eric credits his strong data analytics skills to his MSc Marketing Science (MMS) at NBS. Modules like Marketing Analytics introduced him to advanced statistical tools to analyse customer data. Group projects and case studies also gave him the chance to apply this classroom knowledge to real-world business challenges.

In fact, he believes his analytics skill sets gave him an edge in landing a role at Cainiao from the start. “During my interviews, I was able to discuss how I used business analytics to optimise marketing campaigns, which impressed the hiring managers,” he revealed.

Balancing data and creativity

But data is only half the equation for marketing success. Eric’s role requires him to blend data-driven strategies with creativity – the ‘X factor’ that takes a campaign from good to great.

“The power of storytelling was one of my most important learnings from the MMS programme,” he shared. “In particular, the Integrated Marketing Communications module taught me how to craft compelling narratives that resonate across different cultures, which has been invaluable in my role.”

Eric now brings these lessons into play when crafting campaigns at Cainiao. In one recent partnership with a Chinese snack company, he conceptualised a funny short video to market the snack to Thai consumers.

“Latiao is a spicy Chinese snack, so we needed to spark interest among Thai consumers” he explained. “We created a video inspired by a Thai TV series that’s popular in both China and Thailand.”

The video made a splash with Thai consumers and drove demand, resulting in a “massive increase” in retailers using Cainiao’s logistics services to ship the snacks to Thailand. For Eric, the project was a perfect example of data-driven creativity in action.

“My market analysis revealed that the Thai market had almost 20% growth in the past quarter. I saw this as a potential market we could do more in, which prompted me to make this video in the first place,” he shared. “I love that I get to develop campaigns which not only look great but are also backed by solid data.”

The art of cross-cultural communication

Creativity wasn’t the only factor that made Eric’s latiao video a hit. His knowledge of cultural distance played a big role too. Knowing that Thailand had a majority Buddhist population, for instance, he incorporated Buddhist cultural elements into the video.

Eric credits this cultural agility to his MMS experiences. “The global perspective I gained from the MMS programme has helped me appreciate the nuances of marketing in diverse cultures,” he said.

During his MMS group projects, Eric had the chance to work closely with course mates from around the world. This gave him insight into how people from different cultures made decisions.

“By recognising how cultural differences impact customer behaviours, I can better predict how they make purchase decisions,” he explained. “I can understand and adapt to Asia’s diverse market dynamics, which is especially relevant for Cainiao’s international operations.”

Gaining a competitive edge

Eric’s advanced analytical skills and cross-cultural agility have given him a competitive edge in his career. In fact, he reveals that when he was applying for jobs in China, it was “seldom that any company said no.”

“I really appreciate how the programme has opened doors to exciting opportunities, like this role at Cainiao,” he said.

Fast-paced and dynamic though Eric’s job may be, it’s clear he loves the challenge. Asked for his advice to anyone keen to follow in his footsteps, he emphasised: “Marketing needs passion.”

“If you have a passion for marketing, an MSc in Marketing Science can be incredibly rewarding,” he shared. “I’ve gained a solid foundation in both theoretical knowledge and practical experience, preparing me for a wide range of marketing roles.”

Find out more about the Master of Science (MSc) in Marketing Science (MMS) here.

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Insights from MSBA Academic Director on Curriculum and Career Support

by Nanyang Business School | Apr 21, 2025 | MSc Business Analytics

Graduate Studies Blog

MSC BUSINESS ANALYTICS

Insights from MSBA Academic Director on Curriculum and Career Support

Ready to explore the world of data and learn about exciting areas like AI and machine learning? Explore the MSc in Business Analytics at Nanyang Business School.

The importance of business analytics has never been greater. As organisations increasingly rely on data to drive strategic growth, data skills are becoming indispensable. 

According to the World Economic Forum’s (WEF) Future of Jobs Report, Big Data and Artificial Intelligence (AI)  are the fastest-growing workplace skills, with 90% of cross-industry employers expecting these skills to become more widely used across nearly all sectors, making it the ideal field for ambitious professionals. 

Recognising this demand, Nanyang Business School, part of Nanyang Technological University (NTU), offers an MSc in Business Analytics (MSBA) designed to train the next generation of analytics-driven business leaders, equipping students with the skills required to turn data into profitable outcomes. 

So, who is this cutting-edge programme designed for? What does the curriculum look like? And what are students’ career prospects after graduation?

Nanyang Business School MSc Business Analytics | Who is it for? 

Merging technological training with practical business knowledge, the Nanyang MSc in Business Analytics targets students who are eager to learn how to use data analytics to tackle business problems. 

With a focus on real-world application, the programme is aimed at early or mid-career professionals. Ben Choi, Academic Director of the Nanyang MSBA, stresses the importance of having some prior experience before enrolling in the program. 

“We encourage students who have graduated with two to three years of work experience in the industry, ideally in programming or a technology-related department, to apply. Having work experience before pursuing the program will help you better understand how the theories taught can be implemented in real-world business scenarios. 

“Business analytics is a multi-disciplinary domain, so we are particularly interested in students who are keen to immerse themselves in every aspect of the program,” he adds. 

As evidence of the universal importance of data analytics, the degree attracts a diverse cohort: the typical class profile consists of 110 to 120 students, made up of 90% international students and 52% women, with an average age of 23. 

Nanyang Business School MSc Business Analytics | Curriculum

The Nanyang MSBA program, which can be completed in one year on a full-time basis, offers a unique curriculum combining technical training in areas such as advanced statistical techniques and programming with broader business strategy.

“You need to speak the technical language of analytics while being able to speak to the business user. We are trying to equip students with both these skills, so they can serve as a bridge between the two worlds for businesses,” says Ben. 

The program is designed to prepare students for the evolving landscape of business analytics. Curated with the future in mind, the curriculum features innovative modules such as Analytics and Machine Learning in Business, designed to provide students with an understanding of the technologies that will impact future businesses, preparing them for long careers in the industry. 

“The technical skillset is good for individuals looking for a job immediately but after 10 years it is going to become obsolete. Business knowledge however is timeless, ensuring that we continue to drive our students forward for some time,” explains Ben. 

With the industry rapidly changing, primarily driven by advancements in technology such as AI and the growing complexity of data, Nanyang has also recently introduced concentrations in Marketing, Finance, and Technology and Operations within the MSBA program. 

“Previously we adopted a more general approach to address the needs of the industry. However, with the industry changing very rapidly, and the application of analytics entering its maturity, we began to see a clear demand from businesses for differentiation and specialization. 

“To enhance the employability of our students, we introduced concentrations, meaning students can focus on the areas that take their interest,” he adds.

Nanyang Business School MSc Business Analytics | Career impact 

Designed in partnership with industry leaders, the Nanyang MSBA program seeks to reflect the needs of the industry today, equipping students with the skills required to transition from the classroom to the workplace. The program’s industry collaborators also provide students with project and internship opportunities, offering the chance to network, explore careers, and gain valuable real-world experience. 

“Shaped by our industry partners, our program offers students the most in-demand skills, making them highly sought after by employers upon graduation,” Ben explains. 

The program frequently features guest lecturers, providing students with insights into potential career paths and helping them build their professional network. 

“[This] has proven to be a very useful mechanism, granting students the opportunity to hear from and speak directly with industry professionals. It helps students identify the direction they want to take after graduation,” he explains. 

Enrolment in the program also includes access to the business school’s state-of-the-art career office, which offers career advisory and coaching services. Starting from their first week on campus, the careers team works with students to develop a strong resume, research employers and job opportunities, and hone their skills. 

“Having this support in place from the start ensures that students feel well-prepared ahead of graduation.”

Offering both technical and business training, pioneering new modules that grow in relevance, providing networking opportunities, and strong career guidance, the MSc in Business Analytics at Nanyang Business School offers valuable opportunities for those looking to kickstart a career in business analytics.

This article was originally published in BusinessBecause.

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Breaking Into The World Of Investment Analysis With An MSc In Finance

by Nanyang Business School | Apr 11, 2025 | MSc Finance

Graduate Studies Blog

MSC FINANCE

Breaking Into The World Of Investment Analysis With An MSc In Finance

Jayson Li always knew he wanted a career in finance. But like many ambitious professionals, he had to find the right path to get there.

With a firm foundation in accounting, he already had a solid grasp of financial statements, auditing, and taxation. However, he realised his true interest lay in financial decision-making, market analysis, and investments. That’s when he turned to Nanyang Business School (NBS) and its MSc Finance programme.

For Jayson, pursuing an MSc in Finance bridged the gap and helped build his expertise in portfolio management, capital markets, and macroeconomics. “A Master’s degree is not just a piece of paper—it’s a way to transit my career smoothly and equip myself with all the skills I need to achieve my career goals,” he explained.

Making the bold choice

Ever the analyst, Jayson didn’t choose NBS on a whim. He did his research, weighing his options against other finance programmes in Hong Kong and beyond. “After researching different programmes, I felt that the MSc Finance programme aligned better with my career aspirations,” he recalled.

Several features of the MSc Finance programme stood out to him. For one, Jayson wanted to join a programme that would push him to develop real-world skills rather than just obtain a certificate. The MSc Finance programme’s demanding curriculum was a welcome challenge for him. “I prefer a challenging programme where I genuinely learn something rather than just obtaining a degree quickly” he shared.

Beyond challenging his wits, studying in Singapore was also a strategic move for the young accountant eager for a career switch.

“Singapore is one of the leading financial hubs in Asia, home to major banks, asset management firms, and multinational corporations. Studying in Singapore gives me proximity to financial institutions and job opportunities, making it ideal for gaining exposure to Asia’s growing financial markets. It’s the perfect place to launch a career in this field,” he explained.

Forging an unforgettable learning experience

One of the biggest draws of the MSc Finance programme at NBS is its bilingual approach, conducted in both English and Mandarin. This unique feature prepares graduates for finance roles in China and across the Asia-Pacific region, something Jayson is gearing up for as he kickstarts his global career.

Aside from the bilingual learning approach, the programme also includes participants to Student Industry Field Trips (SIFTs), offering first-hand exposure to top financial institutions. Thanks to SIFTs, Jayson was able to visit firms like China International Capital Corporation (CICC), China International Trust Investment Corporation (CITIC), and UBS in China, as well as the Bank of New York (BNY) Mellon in Singapore, just to name a few. “Since I planned to work in Singapore, I treasured the SIFTs in Singapore even more,” he recalled.

“When the SIFT Industry Engagement Day was held in November 2023, I didn’t have a well-rounded view of Singapore’s financial and job markets yet. Through the round-table sessions, I gained more insights about fintech and sustainable finance, two cutting-edge fields in the world of finance. I found myself interested, diving deeper into sustainable investment, ESG, and climate.”

Jayson’s newfound interest in sustainable investments, ESG, and climate deepened further when he took electives in Sustainable Finance. One memorable project was his ESG research on Grab Holdings, a multinational tech company. While some groups in his Sustainable Finance electives chose to use the professor’s recommended data provider, he pushed his team to go the extra mile and conduct research on the rating methodologies of different ESG rating providers.

This was how Jayson also first learned of MSCI’s ESG ratings, which he thought of as one of the best rating systems from an investment and finance perspective. Through this project, he was able to secure an eight-month contract for an ESG research role with MSCI, further strengthening his interest and capabilities in sustainable finance.

Through such practical learning experiences, Jayson was able to go beyond the textbook and get a taste of real-world cases from global finance.

Moving from the classroom to a new career

Now working as an investment analyst at a family office in Singapore, Jayson applies his MSc Finance training daily. His role involves market research, portfolio design, and investment analysis across a range of asset classes.

The programme’s rigorous financial modelling and valuation training helped him to develop skills for analysing financial data and building models and valuation frameworks. “I apply these skills in assessing investment opportunities,” he shared.

His coursework in risk management and portfolio management also gave him practical insights into hedging strategies and financial risk mitigation techniques. “I apply these concepts in evaluating investment risks, optimising portfolios, and implementing strategic and tactical asset allocation strategies to manage overall risk control from a holistic perspective and make the model portfolio for the family office,” he explained.

While Jayson secured roles independently, he highlighted the impact of NBS’s career support. With a solid network in Singapore, Hong Kong, and China, NBS gives students direct access to career support, alumni mentorship, and exclusive job opportunities.

The school’s career portal and networking events also provided him with valuable support along the way. “On the NBS careers website, students can look for internships or jobs. I got several calls and interviews from the positions I applied for on the website,” he shared.

Making a mark in global finance

Jayson’s story is a testament to the transformative power of the MSc Finance programme at NBS. With its bilingual approach, strong industry ties, and hands-on learning, the programme equips participants with the skills and connections they need to succeed in global finance.

For those looking to take their finance careers to the next level, Jayson had these words of encouragement: “Stay curious. The financial industry is constantly evolving, so staying updated on market trends, economic policies, and new technologies will give you a competitive edge.”

Find out more about the MSc Finance programme here.

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MSBA Students Journey: From Diverse Disciplines to Data Experts

by Nanyang Business School | Mar 17, 2025 | MSc Business Analytics

Graduate Studies Blog

MSC BUSINESS ANALYTICS

MSBA Students Journey: From Diverse Disciplines to Data Experts

No matter what industry you’re in, it’s hard to deny the importance of data today. It’s the force that reveals trends and unlocks insights, helping organisations of all kinds to make better decisions.

Despite hailing from completely different disciplines – psychology, accounting, advertising – three budding professionals realised that data was transforming their fields. Here, they share why they became fascinated by the real-world impact of data analytics, and how an MSc in Business Analytics (MSBA) will take their careers in new directions.

Realising the power of data

As a psychology undergraduate, Mingkai Wang had her first taste of data analysis while researching human behaviour. “I mainly did qualitative research, but I wondered if I could combine advanced analytical techniques with psychological knowledge to analyse patients with mental illness,” she recalled.

When she took on a business analyst internship at a tech enterprise, it opened her eyes to a world of problem-solving possibilities enabled by data. “I realised that analysing market data could uncover insights that drive growth and efficiency,” she said. “Seeing the real-world impact of data analytics made me want to deepen my technical knowledge.”

Like Mingkai, Yin Meiqi’s internship experiences made her realise the importance of data-driven problem-solving in her own field: advertising.

“When I tried to identify business problems, my colleagues often couldn’t provide clear answers,” she shared. “I found that marketing had its limitations in tackling real-world business challenges. I needed to acquire more advanced analytical skills to dig deeper and understand the entire decision-making chain.”

As a budding accountant, Rebecca Wang saw a similar need for analytical skills to set herself apart as more and more accounting processes became automated.

“Whenever I see rankings of jobs most likely to be replaced by AI, accounting is always at the top,” she pointed out. “Automation is inevitable, but strategic thinking and analytical skills will always be in demand. That’s what inspired me to pursue an MSBA.”

Levelling up technical skills with an MSBA

Coming from non-technical backgrounds, Mingkai, Meiqi, and Rebecca were all keen to get hands-on experience with the technical aspects of business analytics. The MSBA programme at Nanyang Business School (NBS) was just the ticket to push them beyond their comfort zones.

“I compared all the MSBA programmes across Singapore, and NBS’s strong technical focus stood out,” Rebecca revealed. “After studying accounting for four years, I wanted a programme that would push me the most to hone my technical skills. NBS was the perfect fit.”

Mingkai, in particular, was eager to gain practical training in advanced AI tools, data visualisation techniques, and Python for business applications. “I liked that the programme focused on real-world projects and industry collaborations, which would give me valuable hands-on exposure,” she shared.

Another key benefit for Meiqi was the flexibility to apply her newfound skills to her career interests, allowing her to develop cross-disciplinary analytics expertise.

“Almost every module includes group projects focusing on specific business lines within an industry,” she explained. “I’ve been able to explore new industry challenges, such as anti-money laundering in Web3 and autonomous driving technology.”

Preparing for the MSBA curriculum

In a fast-paced curriculum like the MSBA, a common concern for many participants is: how can I prepare myself before classes start? Mingkai, Meiqi, and Rebecca shared their strategies and tips.

As a psychology graduate, Mingkai’s main worry was that she had no formal training in programming or advanced statistical modelling. To set herself up for success, she took the initiative to pick up Python and machine learning concepts through YouTube.

“I definitely recommend that incoming MSBA participants learn the basics of Python and AI before starting the programme,” she advised. “But although our lessons are fast-paced, the professors are very patient. Just ask if you don’t understand something in class.”

Rebecca took a different approach. Before her move from Taiwan to Singapore, she set out to understand the local landscape and connect with alumni.

“I watched ChannelNews Asia and read The Straits Times to stay updated on current events in Singapore,” she shared. “I also searched for alumni on LinkedIn and asked them for tips on the MSBA programme.”

For Meiqi, the key was mental preparation. She found that going into class with a few business problems in mind helped to ground herself when absorbing a flood of technical knowledge.

“This way, when you encounter highly technical courses like machine learning and advanced programming, you’ll have a point of reference for your thinking – rather than getting overwhelmed by abstract concepts,” she explained.

Friends who study together, succeed together

Group projects are a staple of the MSBA experience at NBS. For many participants, those long meetings and late nights hustling together have resulted in lifelong friendships.

When Rebecca arrived at NBS, her first group project helped her to feel at home. “Our first project in Programming Essentials was due two weeks after school started, so my groupmates and I spent every day working on it,” she recalled. “Not only did we learn how to code, but we also explored every corner of the campus together.”

The experience turned them into fast friends: “Even now, we still study, job-hunt, and prep for interviews together after class,” Rebecca shared.

That’s why her biggest tip to future participants is to be open to friendships, especially in a multicultural cohort like the MSBA. “Don’t be afraid to make friends from different countries and backgrounds,” she advised. “Having people to go through the grind with makes the journey way more fun.”

Equipped to think critically

Now that our three participants are midway through their MSBA journey, they share that the programme has developed not only their technical skills but also their analytical mindset across disciplines.

“I’ve learnt that data alone is not enough,” Mingkai said. “Understanding how to draw out meaningful insights is also crucial. The MSBA has taught me the importance of combining technical expertise with business acumen to solve real-world problems.”

With these problem-solving skills under her belt, Mingkai has several career aspirations in mind. “I hope to work as a data analyst, business intelligence analyst, or user behaviour analyst,” she shared. “I plan to go into industries like tech and consulting, where data-driven insights are critical in formulating strategies.”

Like Mingkai, Rebecca values the data analytics mindset she developed in the MSBA programme. “I’ve learnt to be sceptical. Just because a dataset or AI model provides an answer doesn’t mean it’s right,” she explained. “Data can be misleading if you don’t question it properly.”

After graduation, Rebecca plans to carve out a cross-disciplinary career path that combines her accounting background with her business analytics skills.

“Right now, I see myself moving towards a finance transformation consultant role,” she revealed. “The MSBA has shown me how much automation, AI, and advanced analytics are reshaping the finance industry. Our Graduate Studies Career Development Office (GSCDO) has also given me opportunities to attend career events for MSc Accountancy participants, which will help me access more accounting-focused roles.”

For Meiqi, a chance encounter on an airplane sparked a new career aspiration for her in the commodities industry.

“On a flight back to Singapore, I met a veteran in the oil industry. Our conversation helped me discover a new direction in energy trading,” she shared. “I believe the analytical skills I’ve cultivated through my MSBA journey are exactly what energy companies need as they undergo digital transformation.”

From diverse disciplines to data experts

There’s no doubt that the industries of tomorrow will be powered by data. As Mingkai, Rebecca, and Meiqi have shown, a strong foundation in business analytics can enrich your career in diverse disciplines – enabling you to solve complex problems, stay relevant with the rise of automation, and grow in new directions.

Find out more about the MSc Business Analytics programme here.

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How the Nanyang Fellows MBA Reshaped Three Public Policy Professionals’ Careers

by Nanyang Business School | Mar 4, 2025 | Nanyang Fellows MBA

Graduate Studies Blog

NANYANG FELLOWS MBA

How the Nanyang Fellows MBA Reshaped Three Public Policy Professionals’ Careers

At a time when a year’s worth of historic events can unfold in the space of a week, public-sector officials are under heightened pressure to demonstrate agile leadership and a solid grasp of business strategy.

Individual moments of realisation convinced Muchamad Musyafa, Laarni Gandarosa, and Polapat Naphavaranonth to pursue the Nanyang Fellows MBA at Nanyang Business School (NBS). Seeking to broaden their influence on their respective countries’ national policy, they found the necessary insights and experience through their Nanyang Fellows MBA experience.

We asked these alumni to reflect on their time in the programme and explain its positive impact on their careers.

Pivoting at the Right Time, to the Right Place

Each of our three alums encountered situations that highlighted the need for further upskilling within their chosen fields.

Laarni Gandarosa, a career foreign service officer for the Philippine government, saw in the Nanyang Fellows MBA a chance to fulfill her dream of studying abroad before turning 30. “I wanted to learn something new – away from the traditional world of diplomacy, but relevant enough to make me competitive in the foreign service if I chose to stay in my diplomatic career later on,” she explained.

Muchamad Musyafa, on the other hand, was a technical manager at GMF AeroAsia, an Indonesian aircraft maintenance company. He had an “a-ha” moment while managing a challenging aircraft recovery project.

“The critical importance of strategic leadership and a broader understanding of global business dynamics made it clear to me that pursuing an MBA was the natural next step to enhance my impact,” he recalled.

For Polapat Naphavaranonth, a longtime executive at the Thailand Board of Investment (BOI), reaching the mid-point of his career motivated him to test his capabilities through the Nanyang Fellows MBA.

“Being at a career crossroads and seeking another level of achievement, I knew I had to take that first step out of my comfort zone,” he explained. “But, the big question on my mind was: How?”

Singapore and the Nanyang Fellows MBA: The Logical Choice

Launched in 1998, the Nanyang Fellows MBA aims to elevate and transform Southeast Asia’s public sector. Every year, a small cohort joins a programme that tackles the latest business and technology insights, as well as contemporary public policy issues.

Musyafa, for one, chose the Nanyang Fellows MBA for its blend of leadership and public policy, which is perfect for his goals at Nabitu, a Sharia-compliant P2P crowdfunding platform.

“The programme’s focus on fostering national transformation and public sector innovation resonated with my goal of supporting Indonesia’s financial inclusion and ethical investment priorities,” he explained.

For Polapat, signing up was a no-brainer. “I was offered a full scholarship for the Nanyang Fellows MBA Programme under the ASEAN Scholarship scheme,” he explained. This perk is offered only to ASEAN citizens committed to contributing to the wider regional community.

For Laarni, Singapore’s familiarity to her was a major motivator for signing up. “Singapore is my second home,” she shared. “Nanyang Technological University is a top 50 school in the world, and being part of it was a great opportunity that I did not want to miss.”

One Year to Change One’s Career Trajectory

Programme participants can take the Nanyang Fellows MBA full-time over one year or part-time over two years, which is ideal for public-sector executives who must balance studies with career obligations.

“The full-time format allowed me to fully dedicate myself to the programme without the distractions of a full-time job,” Musyafa explained. His wife provided crucial support during his stint at the MBA. “She was also pursuing her PhD during the same period, which created a unique dynamic where we were both deeply immersed in our respective academic pursuits,” he recalled.

For Laarni, the duration of the one-year programme made complete sense. “I did not want to be away from work that long, and I wanted a whole new learning experience,” she shared. “I had never taken a business course during my undergraduate years, so the MBA programme posed a steep learning curve. Although the programme was academically rigorous, I managed my studies by working closely with my classmates.”

What They Took Away from Their “Adaptive MBA”

Polapat entered the programme with two master’s degrees already under his belt. Compared to those previous programmes, “the Nanyang Fellows MBA didn’t feel like a traditional MBA programme,” he said.

“It’s not just about studying accounting, marketing, personnel management, or economics,” he recalled. “Instead, the Nanyang Fellows MBA is an adaptive MBA – the programme provides new and emerging courses that haven’t been offered elsewhere.”

For instance, the Cultural Intelligence module helped him collaborate more closely with investors and other Thailand BOI stakeholders. “We’ve historically paid little attention to the cultural distinctions between different investor groups,” he recalled. “I now use my cultural intelligence learning as a best practice to help foster a better understanding of cultural differences.”

Musyafa, for his part, uses insights from the Business Negotiation module to craft win-win solutions. “It’s been indispensable in my role at Nabitu,” he shared.

“When negotiating funding terms with project owners, I applied these principles so that agreements meet both our ethical standards and the financial objectives of all parties involved,” he explained. “This not only fostered stronger relationships, but also enhanced trust and collaboration, which are critical in the fintech industry.”

Learning Outside the Classroom

Programme participants quickly learned that classroom discussions made up only a fraction of the Nanyang Fellows MBA experience.

“A standout moment was a leadership talk by Mr. Lim Siong Guan,” Musyafa recalled. “His emphasis on leading with vision, purpose, and values deeply resonated with me and has greatly influenced my approach to leadership at Nabitu.”

Polapat, for his part, made the most out of all available learning experiences outside the classroom. A Business Study Mission (BSM) took Polapat to the Middle East. “We learned how countries that embedded a strong risk culture into their policy frameworks tend to become viable hotbeds for technological innovation,” he recalled.

The capstone SPAN project connected Polapat’s team with Sport Singapore (SportSG), a government agency that develops the country’s sports ecosystem. Like his BSM, the SPAN project put lessons from other countries to work in a Southeast Asia setting.

“We researched cultural mindsets in countries like the United States, Australia, and Canada to identify potential policy frameworks that could help our client bring sports activities into the limelight,” he recalled.

The Challenge Is Worth the Rewards

As our alums discovered firsthand, the Nanyang Fellows MBA is an effective launchpad for influential leadership in a fast-paced world. For those ready to make the jump, the journey can be both demanding and deeply rewarding.

Polapat encourages future candidates to make full use of the facilities at NBS. “The campus has excellent resources, like well-equipped libraries, career fairs, and even startup incubators,” he explained. “These resources can enhance their learning experience significantly, and it’s an opportunity they shouldn’t miss.”

Musyafa shares similar advice. “The programme is rich with opportunities that can greatly enhance your personal and professional growth. But the key here is to actively engage and make the most of them,” he said.

For one, he advises future candidates to take advantage of the programme’s unique offerings, such as the international segments at Tsinghua University and UC Berkeley. “These are rare opportunities to gain global insights, so prepare well to maximise your learning,” he added.

Musyafa also reminds future aspirants: “While the journey is undoubtedly challenging, it is also immensely rewarding. With dedication and an open heart, you can make the most of this exceptional experience.”

To learn more about the Nanyang Fellows MBA, click here.

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From Zero-Sum to Win-Win: Reframing Negotiations

by Nanyang Business School | Feb 24, 2025 | Nanyang Professional MBA

Graduate Studies Blog

NANYANG PROFESSIONAL MBA

From Zero-Sum to Win-Win: Reframing Negotiations

Whether you’re trying to win a well-earned promotion or closing an important deal, you need negotiation skills to advance in the professional world.

Many people think that good negotiators are born, not made. This is not true, says Prof Lum Kit Wye, who teaches negotiation for Nanyang Business School’s Professional MBA (PMBA). She believes that good negotiation skills can be learned and honed.

“We’re all born with an innate ability to negotiate,” Prof Lum begins. “Whatever our innate level is, having a structured framework will help elevate your negotiation skills. So, if you think you are not good, you can be better. If you are good, you can be great. And if you are great, you can be even greater!”

According to Prof Lum, some key concepts set the foundation for a good negotiation. Anyone who wants to develop the negotiator skill set can apply these principles and get results.

1. Creating value for both sides

A common misconception is that negotiation is a zero-sum game. Prof Lum challenges this perception by using the Harvard interest-based negotiation model in her classes – where negotiation shifts from merely being about the distribution of value to becoming about the creation of value.

“We’re not just here to divide a pie. We first think about how to bake a pie that is as big as possible to share,” Prof Lum explains.

By focusing on value creation, the framework helps PMBA participants move beyond a win-lose mentality in negotiation. From day one of her course, Prof Lum conducts exercises designed to let participants experience an ‘aha’ moment where they realise that negotiation isn’t necessarily zero-sum. Ultimately, the distribution of value must feel fair and therefore legitimate to both parties in the negotiation.

2. Listening to drive better outcomes

The key to deriving the most value for all parties is knowing what the other side wants. Most people enter a negotiation hyper-focused on what they want from the deal, neglecting to consider what the other side wishes to gain.

“If we don’t focus on what the other person wants, we won’t know how to package our proposal in a way that’s attractive to them,” Prof Lum explains. “Finding out what makes a deal attractive to the other party is actually advantageous for us.”

One of the skills necessary for good negotiation is active listening or listening to understand. “Active listening is not just hearing the words, but really understanding what they’re saying. This goes beyond just hearing the words that are used – it includes hearing the emotions underlying the words,” Prof Lum explains.

Listening also means leaving our biases at the door. “We often only hear the words that agree with what we think we already know—everything else we filter out,” Prof Lum continues. “When you do that, you are not getting the correct message.”

Listening also shouldn’t be for the purpose of rebuttal. “When we listen to rebut, we miss the entire message, and we’re not keeping an open mind,” says Prof Lum. The conversation can become counterproductive, devolving into arguments and counterarguments with no real resolution.

Ultimately, listening well helps everyone reach a mutually beneficial arrangement. “The more you can find out about the needs of both parties, the more you’re able to dovetail solutions in a way that maximises gains for both parties,” Prof Lum shares.

3. Seeing things from the other side

It’s not just about listening but also letting the other party feel heard. Nods, short affirmative sounds (mm-hmmm), or paraphrasing what has been said helps reassure the other party that their message is landing. “This builds rapport and trust,” shares Prof Lum. That rapport and trust are key to reaching a resolution where both sides are happy.

It’s common for negotiations to run awry and for tempers to flare. In such cases, Prof Lum advises to remain level-headed and not take things personally. “If both parties are upset, then there’s no voice of reason in the room,” she counsels wisely.

To diffuse the tension, Prof Lum suggests letting the other party vent, then acknowledging their views. “Try to see the world from their perspective,” she advises. “Articulate why they’re emotional, like saying, ‘I understand that this situation is upsetting for you.’ It makes them feel that you do see what they’re going through.”

Acknowledgement gives the other party a sense of being heard and valued. It’s not agreement but recognising the other party’s concerns as legitimate. This shows empathy and helps both sides feel like they’re working towards the same thing. “If the person feels that you are unreasonable and greedy, the tendency is for that person to dig in deeper,” Prof Lum shares. “If they dislike you enough, even if the deal is actually good for them, they may say no to you just because they can’t stand you!”

Putting principles into practice

Being aware of negotiation theory is different from actually putting it into practice. In her classes, Prof Lum relies on role plays to build PMBA participants’ negotiation skills. “Instead of just being able to articulate the concepts, students have the opportunity to actually demonstrate them,” she explains. “I tell my students to immerse themselves into the role play so they can get the most learning out of it.”

Prof Lum’s negotiation classes expose PMBA participants to various scenarios, giving them a feel for how things could play out in real life. Some role plays focus on conflict, where parties come in already very angry with each other. Another negotiation brings in cultural elements. “I also have negotiation role plays that are not two-party but multi-party negotiations. With different scenarios and situations, they get a mix of opportunities to apply what they know theoretically,” Prof Lum shares.

In her over ten years of teaching negotiation, Prof Lum has had some PMBA alumni return with their own success stories. “Former students come back to me and say, ‘I got this job with a really good deal. I think it’s because of the framework that you taught us,’” she shares. Other alumni would talk about dealings with suppliers, and how the discussion evolved from simple price wars to new partnerships and business ventures.

“Through conversations with their negotiation counterparties, they became aware of opportunities for collaboration that would create greater value for both parties,” Prof Lum recounts. “They say it happened because they sat down and asked the counterparty what their challenges were, instead of just focusing the negotiation on price alone. They’ve learned to bake a bigger pie, and I’m glad they’re reaping the benefits.”

About the Nanyang Business School Professional MBA

The Nanyang Professional MBA (PMBA) is a part-time program for mid-career professionals who want to elevate their skills and knowledge to become T-shaped leaders. PMBA students gain skills with real-world relevance through case studies, study trips, hands-on projects, and simulations through classes conducted over alternate weekends. Learn more about the Nanyang PMBA today.

Nanyang Professional MBA

From Surgeon to Business Strategist: Dr. Chai Young Jun’s Journey Through the Nanyang Fellows MBA

by Nanyang Business School | Feb 17, 2025 | Nanyang Fellows MBA

Graduate Studies Blog

NANYANG FELLOWS MBA

From Surgeon to Business Strategist: Dr. Chai Young Jun’s Journey Through the Nanyang Fellows MBA

Fifteen years into his clinical career, Dr. Chai Young Jun found himself at a crossroads: how could he ensure the success of his medical startups, given that his solely medical background far outweighed his practical business experience?

By 2022, Dr. Chai was balancing entrepreneurship with clinical duties. At Seoul National University (SNU) Boramae Medical Center, Dr. Chai was (and still is) a respected professor and endocrine surgeon, with over 160 medical articles to his name.

He was making headway in the medical startup sector as well, taking up roles as Chief Strategic Officer at multigene assay kit developer DCGEN; and as Medical Managing Director at ZeroOne AI, a startup pioneering artificial intelligence’s use to support clinical decision-making.

“At DCGEN, I help develop next-generation sequencing (NGS)-based genomic diagnostic tools for thyroid disorders. At Zeroone AI, I oversee strategies for integrating AI into healthcare,” he shared.

His startup experiences exposed the challenges of managing businesses with a solely medical background. “It was difficult without sufficient finance and business knowledge, something doctors may lack,” he explained. Dr. Chai felt he needed to supplement his knowledge about the biotech ecosystem, particularly in areas like finance and human resources.

“Practical experience was crucial to truly understanding these concepts,” he recalled. “This led me to pursue an MBA to gain both knowledge and hands-on experience. It was an easy decision to choose the Nanyang Fellows MBA, given its global reputation and alignment with my professional goals.”

The logical choice

Launched in 1998 by Dr Tony Tan, the then-serving Deputy Prime Minister of Singapore, the Nanyang Fellows MBA was designed to elevate and rejuvenate Asia’s public sector. Its mission made the Nanyang Fellows MBA a logical choice for Dr. Chai, in more ways than one.

First, he hoped that the programme would allow him to expand his professional horizons.

“Before the MBA, my focus was on education, research, and patient care. I had no experience managing company employees or hospital administrative staff,” Dr. Chai explained. He expected the Nanyang Fellows MBA to help him “take a more strategic view of challenges,” given his divergent clinical and entrepreneurial roles.

Secondly, Dr. Chai hoped to minimise time away from work, given the MBA’s one-year duration. “I wanted a full-time MBA programme to fully immerse myself and build strong networks with peers,” he explained. “As a mid-career physician in my 40s, there are very few globally renowned MBA programmes offering a one-year, full-time format.”

Finally, Dr. Chai appreciated the MBA programme’s location in Singapore, a global leader in the healthcare technology (healthtech) sector. In 2022, the year he joined the Nanyang Fellows MBA, healthtech investments in Singapore totalled a value of US$643 million, with 22 deals on record.

“For medical-related startups looking to expand globally, Singapore offers unparalleled opportunities to learn about global standards for fundraising, regulation, networking with medical professionals, and strategies for entering the Southeast Asian market,” explained Dr. Chai.

Expanding his perspective

The Nanyang Fellows MBA was an eye-opener for Dr. Chai. Its insights on business operations felt “new and fascinating” for someone whose training was firmly grounded in clinical practice.

From a previous focus on education, research, and patient care, Dr. Chai realised that the Nanyang Fellows MBA’s modules prepared him to contribute to the development of hospital organisations.

“The Cultural Intelligence module highlighted the pitfalls of rigid organisational cultures,” he explained. “I now avoid micromanaging and strive to grant autonomy while motivating my team.

“For example, I am working to reduce the amount of input from senior staff during meetings and encourage more open communication through one-on-one meetings between senior and junior staff.”

Dr. Chai found the Talent Management module to be particularly impactful. “It taught me how to improve employee performance and create organisational culture,” he recalled. For instance, the class discussed how to motivate public sector employees, where financial incentives are not always available.

“These lessons gave me valuable insights into managing employees, solving organisational challenges, and fulfilling my role as a leader within the hospital,” he told us.

Coming full-circle

Having completed the MBA in 2023, Dr. Chai has since brought the insights from the Nanyang Fellows MBA into his clinical and entrepreneurial work.

Within a year of his return to SNU Boramae Medical Center, Dr. Chai was appointed as the hospital’s Director of External Affairs and Development, adding administrative responsibilities to his clinical and research duties. “In this leadership role, I now manage administrative staff for the first time, rather than just medical professionals,” he explained.

He also gained an additional role as medical advisor at VentureBlick, a Singapore-based platform that matches healthcare startups with medical investors. “I am also an investor, and serve as a consultant for medical startups,” he explained.

His Nanyang Fellows MBA experience has convinced Dr. Chai that clear vision and strategy lays the groundwork for optimal organisational management.

“Having a clear sense of purpose significantly impacts not only an organisation’s performance, but also its morale,” he explained. “As a result, I place great emphasis on communicating a vision to employees at both SNU and my startups. Beyond simply highlighting the vision, I also share specific strategies to achieve it.”

Finally, Dr. Chai looks forward to enhancing his standing in the international healthcare community, thanks to the exposure to Singapore’s startup ecosystem facilitated by the Nanyang Fellows MBA.

“South Korea is a relatively small market on a global scale,” he explained. “My MBA experience in Singapore provided opportunities to meet a diverse group of exceptional individuals – these networks have become a bridge, helping me extend beyond Korea to the global stage.”

About the Nanyang Fellows MBA

Public service professionals like Dr. Chai Young-Jun have found their careers transformed by the Nanyang Fellows MBA: a leading full-time (one-year) or part-time (two-year) MBA programme designed to elevate and transform the public sector.

Each year, a select group of about 35-40 international participants join the Nanyang Fellows MBA. The specially curated programme brings together cutting-edge business knowledge, digitalisation strategies, and contemporary public policy issues, in a single interconnected curriculum.

Get ready to lift your career to new heights: visit our website, the Nanyang Fellows MBA, and discover how the Nanyang Fellows MBA can transform you into the public sector leader you aspire to be.

Nanyang Business School

From Novice To CPA With An MSc In Accountancy

by Nanyang Business School | Jan 27, 2025 | MSc Accountancy

Graduate Studies Blog

MSC ACCOUNTANCY

From Novice To CPA With An MSc In Accountancy

Pursuing a master’s degree isn’t a must for accountants, but it certainly pays off in many ways. An MSc in Accountancy can help boost your salary, equip you with in-demand skills like data analytics, and prepare you for professional certifications like the Certified Public Accountant (CPA).

Knowing this, Mollie Xian Sangyu was eager to dive right into further studies after completing a Bachelor of Accounting and Finance from the Hong Kong Polytechnic University. “A master’s degree would significantly enhance my competitiveness in the labour market,” she said. “I felt it would arm me with the advanced skills and knowledge I needed to succeed professionally.”

Driven by a strong desire to expand her horizons, Mollie weighed her options and found a programme that would challenge her to grow. Six months after completing her MSc in Accountancy (MACC) at Nanyang Business School (NBS), she looks back on the strong foundation she’s built and shares how they’ve translated to success in her new role.

A stepping stone to the CPA

For a go-getter like Mollie, Singapore was the ideal mix of challenge and comfort to broaden her horizons. Coming from Hong Kong, Singapore’s “comfortable climate and cultural similarities” felt like home. At the same time, its status as a leading financial centre in Asia offered unique learning opportunities.

“Being a young and rapidly developing country, Singapore embodies the latest trends in Asia,” she shared. “Studying in Singapore would provide me with a global perspective of the finance sector.”

NBS’s MACC programme features two distinct tracks: the General Track, which equips candidates with a comprehensive mastery of accounting and finance skills; and the Data Analytics Track, which prepares candidates to harness big data and emerging technologies. Mollie found that the General Track aligned best with her career goals.

“The General Track is beneficial for pursuing a CPA after graduation,” she explained. “I was confident that the NBS professors would help me build a strong accounting foundation.”

As she was weighing her options, Mollie noted the dedicated career support available at NBS. “The Graduate Studies Career Development Office (GSCDO) provides excellent career services,” she said. “I saw that these services would be incredibly helpful in my job search.”

Securing valuable work experience

Indeed, this support has proven useful throughout Mollie’s journey at NBS. Beyond helping her polish her resume, the GSCDO’s career counsellors were able to help her find an internship through their strong industry connections.

“NBS has unique collaborations with various firms in Singapore,” she explained. “This enabled me to secure a part-time internship in the finance department of a major Chinese firm.”

As a finance intern with CNOOC Gas and Power Singapore Trading & Marketing Pte Ltd, Mollie put her accounting knowledge into practice by adhering to accounting principles, preparing invoices, performing customer due diligence, and more. “It was a fruitful and valuable experience,” she summed up.

Tackling challenges as a team

Beyond hard skills, the MACC programme helped Mollie hone a broad toolkit of soft skills across many group projects and presentations. “I’ve strengthened my communication skills, problem-solving abilities, and the ability to contribute to a team,” she said.

Accounting is undoubtedly a team effort – accountants need to work hand-in-hand with other finance specialists as well as the management team. Mollie shared that the hands-on approach of her classes has prepared her to communicate well with others and take on industry challenges together.

“In particular, I enjoyed the engaging class discussions we had in the Business Analysis & Equity Valuation module,” she recalled. “We had many opportunities to practice applying what we learnt to solve real-world cases. It was a memorable experience, especially when we worked as a team to tackle problems.”

A solid accounting foundation for success

These skill sets now enable Mollie to hit the ground running in her new role as an Audit Associate with MaloneBailey – a Houston-based public accounting firm with offices in Beijing and Shenzhen.

As an Audit Associate, Mollie’s day-to-day work focuses on conducting audit testing procedures. “This involves ensuring the accuracy and integrity of financial statements, identifying any discrepancies, and actively communicating with clients about our progress,” she shared.

Strong communication is a make-or-break factor for her work, as she needs to regularly update clients and seniors about her findings and address any concerns. She also credits her MACC experience for equipping her with the “audit mindset” to effectively solve problems.

“The well-designed programme has given me a solid accounting foundation for my current role,” she said. “Plus, all the group projects and presentations have significantly enhanced my technical and communication skills, both of which are essential in my daily tasks.”

Ultimately, the MACC has served as a springboard for Mollie to make a seamless transition from classroom to career – supported by NBS’s robust network and resources.

Her advice to future participants? “If you want to secure an internship or full-time position, take full advantage of the career services here,” she said. “Pay attention to the daily email updates on career events too.”

Find out more about the MSc in Accountancy programme here.

Download MSc Accountancy Brochure

From Strategy Simulations To Real-World Success: The MMS Journey of Three ASEAN Development Scholars

by Nanyang Business School | Jan 20, 2025 | MSc Marketing Science

Graduate Studies Blog

MSC MARKETING SCIENCE

From Strategy Simulations To Real-World Success: The MMS Journey of Three ASEAN Development Scholars

The world of marketing has never stood still, but the last few years have ushered in faster and greater change than ever before. New technologies like AI and big data are fundamentally reshaping how brands connect with audiences, challenging marketers to unlock insights, and craft consumer experiences in new ways.

For three of our current MSc Marketing Science (MMS) participants, this rapid change was the push they needed to level up their skills. Here, they share why they chose to go ‘back to school’, and how their experiences as MMS participants and ASEAN Development Scholars have helped them grow as marketers.

Thriving in the era of Marketing 5.0

After working in product marketing for three years, Anastasia Irene Handoyo realised that traditional ways of promoting product features were no longer enough.

“I noticed many international brands had successfully implemented AI, showcasing products in ways that went beyond simply highlighting their unique selling points or offering promotions,” she recalled.

“We’re entering the era of Marketing 5.0 – where marketing integrates AI and the Internet of Things into strategies that engage consumers and build brand loyalty.”

Inspired to keep up with this shift, Irene sought an MMS programme that would enhance her knowledge of innovative and technology-driven marketing strategies. “The MMS curriculum at Nanyang Business School (NBS) caught my attention because it goes beyond traditional marketing courses, covering advanced topics like AI and neuromarketing,” she said.

Like Irene, Quynh (Quincy) Vy found herself struggling to keep up with a rapidly changing landscape. “I encountered numerous challenges in various marketing roles that highlighted the need for deeper knowledge,” she explained. “At times, I felt unprepared for high-level tasks.”

Having worked for a Singaporean company before, Quincy was excited at the prospect of pursuing her MMS programme in Singapore.

“Singapore’s multicultural environment promised a rich learning experience and the chance to expand my international network,” she shared.

Phoosunthornphakdee Thanatchaporn (Ices)

For Thanatchaporn (Ices) Phoosunthornphakdee, the key to taking on industry changes lay in an interdisciplinary curriculum.

“To stay relevant, I needed to deepen my knowledge in many areas: consumer behaviour, technology, and even finance,” she said. “This attracted me to NBS, which offered an all-rounded MMS curriculum balancing theory and practical learning.”

The ASEAN Development Scholarship: A platform to pursue dreams

As citizens of different ASEAN countries, Irene, Quincy, and Ices found a pathway to pursue professional growth in the ASEAN Development Scholarship. This post-graduate scholarship is open to candidates from ASEAN member countries outside Singapore, and covers 100% or 40% of tuition fees.

Ices recalled her “total shock” when she got the news about clinching the scholarship. “I remember I was working, but I immediately called my parents and boyfriend to check whether I was dreaming!” she laughed. “Winning the scholarship has given me a platform to fully focus on personal growth and development.”

Beyond the freedom to focus on learning, Quincy especially appreciates the networking benefits she receives as an ASEAN Development Scholar.

“Being part of the ASEAN Scholar community means I get to connect with fellow scholars and industry professionals, creating a fantastic network to support my career goals,” she said. “It’s a chance for me to pursue my dreams with confidence.”

The scholarship application process can be challenging, with some applicants preparing for months in advance. When asked about how they approached their applications, all three scholars shared the same advice: be authentic and true to yourself.

“It’s so important to embrace who you are – your strengths and even your challenges make you special,” Quincy explained. “Sharing your story in a way that fits your major and the school culture is what really matters.”

To let her story shine through, Irene proofread and polished her essay meticulously.

“I outlined the unique strengths I bring to the table, using the STAR structure to effectively tell my story,” she said. “From September to January, I continuously revised it, seeking feedback from others to ensure my message was clear.”

An immersive learning experience

Irene, Quincy, and Ices have now completed their first trimester in the one-year MMS programme. So far, it has been an exciting journey – one filled with hands-on projects, close collaborations with course mates, and “unforgettable memories”.

“As someone with work experience, I appreciate how the programme has allowed me to revisit my existing marketing knowledge,” Quincy shared. “Most importantly, I’m learning how to logically connect every element of marketing to create meaningful and effective solutions. I’m excited to see where this knowledge will take me!”

Beyond textbook learning, the MMS curriculum is designed to immerse participants in real-world industry problems. One especially memorable experience for all three participants was the ‘Markstrat’ simulation in their Strategic Marketing module, which immersed them in the role of marketers making strategic decisions for their company.

“In a team of four, we operated like a real company and made weekly decisions on production, marketing, and sales,” Quincy described. “Each week, we eagerly awaited the results to see if our team was the most profitable company or had the highest share price index. It was a mix of excitement and nervousness every Thursday!”

This simulation gave them hands-on practice in performing thorough analysis and developing data-driven strategies – just like a real-world marketing manager. At the same time, collaborating with course mates was a fun experience that made it truly unforgettable.

“From the last position, our team rose to first place in the final week,” Ices recounted. “The experience of working hard with my team, eagerly awaiting the weekly results together, and celebrating our improvement is something I’ll always remember.”

Camaraderie across cultures

This spirit of camaraderie has created a supportive environment for MMS participants, both inside the classroom and out. Despite hailing from diverse cultures, Irene, Ices, and Quincy shared that they’ve found a welcoming home in the MMS community.

Fostered by initiatives like the ASEAN Development Scholarship – which attracts participants from across ASEAN – the current MMS cohort features a diverse mix of 17 nationalities. While Quincy initially felt daunted by being the only Vietnamese participant in her cohort, the friendships she has formed through group projects and after-class meals transcend language barriers.

“Some of my favourite memories come from long nights of pushing to meet deadlines together, yet filled with laughter and conversation,” she said. “It’s incredible how we’ve formed such strong friendships despite our different backgrounds. Sometimes I have to communicate with body language when I can’t find the right English word, but my friends understand me perfectly – how amazing is that?”

Besides the strong bonds with her peers, Ices also appreciates the warm support of the MMS professors.

“Some of the professors have gone the extra mile for us, like bringing mooncakes to class during the Mid-Autumn Festival and answering our questions late at night,” she shared. “These connections I’ve built have made my journey at NBS truly special.”

For participants keen to build their network, NBS offers rich opportunities to connect with alumni and industry professionals as well – from sharing sessions by companies to alumni networking events.

“I’ve found NBS to be very supportive in connecting us with network opportunities,” Irene highlighted. “Engaging with industry professionals and attending networking events can give me deeper insights into a company’s goals and culture.”

Laying the foundation for success

After completing their MMS journey, Irene, Quincy, and Ices each have big dreams in mind. Irene hopes to pursue a career in Singapore, specialising in brand management or consulting, while Quincy aims to land a branding or digital marketing role in a multinational company. Meanwhile, Ices reveals that her long-term goal is to start her own business.

Whatever their next steps will be post-graduation, the three scholars believe they are gaining the right foundation to reach their goals.

“The MMS programme has given me a solid foundation in advanced marketing concepts, and the hands-on projects and real-world case studies have strengthened my strategic thinking skills,” said Irene. “The technical expertise, strategic insights, and industry exposure I’ve gained from the programme will position me to achieve my ambitions and make a meaningful impact as a marketer.”

Find out more about the Master of Science (MSc) in Marketing Science (MMS) here.

Download MSc Marketing Science Brochure

MSc Marketing Science

Launching Sneakers, Managing Influencers: A Day In The Life Of A Brand Marketing Intern At Nike

by Nanyang Business School | Jan 20, 2025 | MSc Marketing Science

Graduate Studies Blog

MSC MARKETING SCIENCE

Launching Sneakers, Managing Influencers: A Day In The Life Of A Brand Marketing Intern At Nike

Not many of us can say that we’re working at our dream company, but AJ Sun certainly can. He began playing basketball at the age of 10, sparking a lifelong passion for sports – along with a growing collection of stylish sneakers. It’s no surprise that Nike – one of the world’s most recognised sportswear brands – was high on AJ’s list of dream companies to work for.

“I’ve grown up with this brand for pretty much my entire life,” AJ explained. “Getting the chance to work at Nike has been a dream come true for me.”

This opportunity came when he received an internship offer from Nike, soon after completing his MSc in Marketing Science (MMS) at Nanyang Business School (NBS). Five months into his role as a Brand Marketing Intern, he shares a look behind the scenes of this sportswear giant – and how his MMS experience has set him up for success.

A day in the life of a Brand Marketing Intern at Nike

As a basketball lover, AJ’s role in Nike was a stroke of serendipity – his internship centres on the company’s Jordan brand, created in collaboration with basketball superstar Michael Jordan. His Shanghai-based team manages brand marketing for Jordan streetwear, building the brand’s presence within the Greater China region.

AJ’s day-to-day tasks include product seeding – a strategy in which brands gift products to influencers in their niche.

“I manage our relationship with influencers, such as athletes and celebrities, by sending them products they can wear or use in their daily lives,” he shared. “When they enjoy our products, it enhances our brand image.”

When new products are in the pipeline, AJ is also involved in creating captivating product stories for the launch. Right now, he’s working on a campaign for an upcoming Jordan sneaker release this December.

“We work with other teams, such as the Retail team and the Brand Creative team, to come up with storytelling that connects with local communities,” AJ explained. “What innovative stories can we share to bring these sneakers to Chinese customers and let them understand our brand heritage?”

As a young person, AJ is able to bring fresh perspectives to the table. “One big problem that many brands face is not knowing how to engage with younger consumers,” he said. “So my team welcomes my opinions and insights, like ‘What do young people care about these days?’”

As a proud owner of many Nike shoes, AJ feels lucky to be a part of this journey. “In the past, I was always curious about what goes on behind the scenes,” he recalled. “Now I understand the hard work it takes, but I really enjoy learning and knowing all this backstory.”

Honing the art of communication

While marketing calls for effective communication with customers, AJ has learnt that strong workplace communication is just as important in a large company like Nike.

In early September, Nike organised a tour of China for four athletes from America’s National Basketball Association (NBA). It was the biggest event of the year for Nike’s Greater China Headquarters, with hundreds of employees across different teams preparing for the visit.

“The preparations started pretty much from the moment I joined Nike in June,” AJ shared.

“In that short period, I had to collaborate with so many different functions in the company: PR, retail marketing, brand creatives, and more. Communication was so important because we had to get everyone on the same page to ensure the tour ran smoothly.”

More communication challenges arose during the tour, when AJ was tasked to take care of some hip-hop dancers flown in from France. “My role was more like an agent – getting them from one place to another according to schedule, but also making sure they’re having a good time,” he explained. “I had to find ways to communicate that would bring them on board with our plans.”

Although not everything unfolded according to plan, AJ appreciates how much the experience has honed his adaptability. “I learnt that you sometimes have to go with the flow, even though it doesn’t follow the script,” he shared.

Learning in a multicultural classroom

Even before his stint at Nike, AJ’s experiences in NBS’ MSc Marketing Science programme had prepared him to communicate successfully with diverse people. His MMS cohort brought together professionals from all over the world, offering him the perfect training ground to become a well-rounded communicator.

In fact, this multicultural setting was a key reason that drew him to study in Singapore. Having grown up in Shanghai and completed his bachelor’s in New York, AJ wanted to challenge himself in a brand-new environment.

“Although New York is super diverse, I didn’t have many chances to interact with people of diverse Asian cultures,” he said.

“At NBS, I had course mates from China, Malaysia, Indonesia, and more. This trained my ability to engage with different people and adjust my working style.”

The NBS curriculum features a multitude of hands-on group presentations and real-world projects, giving participants many opportunities to connect and build friendships. “The programme does a good job of bringing different people together, but it’s up to you to engage in class as well,” AJ advises. “Everyone’s nice, and you’ll definitely learn more by engaging with your course mates.”

A passport to success anywhere in the world

AJ’s post-Nike career path remains up in the air. While he plans to pursue marketing, he’s taking the time to explore his options across different cities.

“Which city do I want to explore in the next phase of my life? It really depends on where I’ll find the best opportunities,” he shared. “Singapore was a fresh challenge for me, and I want to take on new challenges in the future.”

For now, AJ remains focused on learning as much as possible during his time at Nike – leaving his next steps to destiny.

“If I give myself too much pressure and try to rush my decision, it might not lead to the best outcome,” – these are his words of wisdom. “There’s a timing for everything, and the next step will come when the time is right. Don’t stress too much – mental health is the most important thing.”

Wherever his next adventure takes him, AJ is confident that his MMS degree will open doors for him.

“NBS is a recognised institution around the world, and Singapore is well-known as a global city,” he concluded. “I’d definitely say that this degree gives me the ability to go anywhere in the world.”

Find out more about the Master of Science (MSc) in Marketing Science (MMS) here.

Download MSc Marketing Science Brochure

MSc Marketing Science